Value fashion brand Citymax has announced the rebranding of its 110 stores across the Kingdom under a new banner, Max.

“Saudi Arabia is one of our most important markets, and this is evident from our continuous investment and rapid expansion in the country. Rebranding our stores within the Kingdom, will strengthen our identity, and bring all outlets we operate under one brand umbrella — Max. True to our commitment to all our customers, we will continue to offer an unparalleled range of fashion choices, quality service and an exceptional shopping experience that is today synonymous with Max,” says Ramanathan Hariharan, CEO Max. “Our focus for the future remains on offering the best value proposition to all our customers, and we will continue to deliver on our brand promise of ‘More Fashion More Value.’”

“In the coming years, we are committed to growing the Max brand in the country. Rebranding our store under our global brand name Max, gives us the right platform to accelerate our growth in the Kingdom. Our strategic plan includes launching over 50 new stores in Saudi Arabia, in the next three years. We also intend to strengthen our warehouse infrastructure in Riyadh, Jeddah and Dammam and strengthen our management team in the country,” he adds.

According to Hariharan, Max’s mission is to constantly innovate and offer the best experience and convenience to customers. In line with this mission, Max has launched its e-commerce platform in the UAE and plans to expand it to the other countries in the GCC.